Executive SummaryFJ Benjamin is a Singapore based fashion and lifestyle company. The company distributes major clothing brands and accessories, and is one of the leading fashion distributors in Singapore. Their success is derived from their ability to secure distribution rights from major brands. FJ Benjamin introduced it very own house label, Raoul, in 2002. Raoul was created to increase the company‟s portfolio as well as to diversify away from distribution risk. Raoul contributes a large percentage of FJ Benjamin‟s annual revenue.

With intensive competition in the fashion industry, Raoul must have it own identity in order to differentiate itself from the competitor. Analyses have been undertaken to determine what necessary strategies to be implemented to enhance the brand image so as to increase profits. Strategies are recommended by taking advantage of Raoul‟s strengths and building on their weaknesses in order to take advantage of the available opportunities in the market and to defend it from threats. Studies of the internal and external environment had been conducted to be able to work with Raoul‟s core competencies to gain a competitive advantage over its competitors. This report concludes that Raoul needs to make adjustments on its marketing strategies, and maintain some of its current strategies, in order to be more competitive in the fashion market. Hence, it is proposed that (1) Raoul focus on a single-market strategy and focus on the local market as well as to create strong market commitment, to be able to serve customer better. (2) Introduce a new ecofriendly product line based on product improvement strategy, and offer product customization for current and new products, as well as enhance current product and services. (3) Maintain current product pricing, and implement price skimming strategy on new product line. (4) Maintain its efficient and cost effective distribution strategy. (5) Changes are to be made on its promotional efforts in order to gain max exposure possible.

Benefits of the proposed recommendations would allow Raoul to achieve the proposed objectives which includes increasing in sales revenue, repurchase rate, and introducing a new product line within the next three years.

It is there for proposed that the recommended strategies be implemented at Raoul to be able to reap in revenues as well as gaining a competitive edge in the fashion industry for a highly sustainable business.

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...University
Principles of Management
Management Report on
RAOUL
founded by
FJ BENJAMIN
Submitting to: Mr. Koh Thong Boon
Date of submission: November 13, 2013
Word counts: 1980 words (exclude cover and references)
Contents
1.0 Introduction to RAOUL by F J Benjamin----------------------------- 3
2.0 Management Practices of RAOUL------------------------------------- 4
3.0 Management Environment of RAOUL by F J Benjamin---- 5 to 6
4.0 Four Functions of RAOUL---------------------------------------- 7 to 10
5.0 If I were the General Manager of RAOUL--------------------------- 11
6.0 References------------------------------------------------------------------ 12
1.0 Introduction to RAOUL by F J BENJAMIN
FJ Benjamin, an international fashion retailer company that is based in Singapore. The company has four core businesses fashion retail, timepiece distribution, retail licensing, and investments in lifestyle concepts. It also markets and manages its own in-house brand, Raoul, in Singapore, Hong Kong, and Malaysia. (Singapore Infopedia,2009, Para 1)
RAOUL launched in Singapore in 2002 as a men’s shirt label, branching out to womenswear , is a homegrown fashion and leather goods brand from the house of F J Benjamin. Since its international debut at the 2010 New York and Paris...

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